Apple and Google have made it harder for your brand to accurately track customer data from your site, but that doesn’t mean your sales have to suffer. In fact, Emotive is working hard to make sure your leads and conversions increase by using our 1st-party tag management system.
If that sounds confusing to you, don’t worry - we’re about to explain how this works and why Emotive has your back. We’ll cover:
Changes in Tracking on iOS Devices
Challenges for Advertisers Reliant on GTM
Limitations of Cross-Domain Cookies
How Emotive Drives Tag Management Changes
As the data collection, storage, and processing landscape continues to evolve, so do the definitions of first-party and third-party data. It is evident that limitations on cross-domain cookies are becoming more prevalent, much like the decline of third-party cookies (also known as cookieless browsing).
Understanding the Changes in Tracking on iOS Devices
Every Apple mobile device has a unique advertising ID known as the IDFA. This ID enables the identification of devices and users for personalized advertisements. Advertisers heavily rely on collecting demographic and behavioral profiles associated with the IDFA, sharing them with third parties to enhance user segmentation and targeting.
However, Apple is now shaking things up with its new AppTrackingTransparency (ATT) framework, introduced with iOS 14.5. This framework requires apps to request user consent before tracking their activity. Apple defines tracking as "linking user or device data collected from your app with data collected from other companies' apps, websites, or offline properties for targeted advertising or advertising measurement purposes." This comprehensive definition encompasses various activities, including advertising, analytics, and marketing attribution. To continue tracking, individuals must actively opt-in, resulting in significant reductions in tracked data.
Apple's intention is to drastically limit such tracking practices. Effectively, they are implementing a GDPR-like approach with their original intent.
The Challenge for Advertisers and Publishers Reliant on Google Tag Manager (GTM)
Advertisers and publishers relying heavily on Google Tag Manager (GTM) are now facing challenges in maintaining their marketing signals, measurements, and attribution stacks. It is crucial to note that GTM is considered a tracker by all browsers apart from Chrome.
The Limitations of Cross-Domain Cookies and the Rise of 3rd-Party Cookies
The restrictions on cross-domain cookies and the increasing demonization of third-party cookies pose significant obstacles for marketers. Enabling tracking on Google before initiating a script allows them to monitor user behavior freely. However, given the shifting landscape, analytics links to Google Analytics have already become invalid in various European countries, including France, Austria, and Ireland.
Emotive: An Industry Leader Driving Tag Management Innovation
To address these challenges effectively, industry leaders such as Emotive are setting an example with their innovative approaches to tag management. They offer robust solutions that enhance data collection, storage, and analysis while fully complying with evolving privacy regulations.
Looking Ahead and Embracing Change
Although the situation may sound daunting, it is essential to stay proactive in this rapidly changing environment. With tag management systems being blocked up to 25-40% of the time, website owners must explore alternative solutions that align with industry best practices and overcome the challenges presented by evolving privacy regulations.
Remember, change is inevitable, and it is crucial to adapt to the evolving landscape. Embrace the transition and explore innovative tag management solutions that enable optimal performance while ensuring compliance with privacy regulations.
The future of Analytics and Tag Management is here.